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Najnowsze publikacje

  • Typ pozycji:Pozycja,
  • Typ pozycji:Pozycja,
  • Typ pozycji:Pozycja,
    Next Generation Marketing Channels: Typology, Strategic Implications, and the 6V Framework
    (2025) Zupok, Sebastian; Kapała, Michał
    Purpose: This article proposes and applies the 6V Framework to conceptualize and evaluate next-generation marketing channels in the digital economy. It aims to understand how emerging formats—such as voice commerce, immersive AR/VR environments, retail media networks, and Web3-based platforms—are reshaping customer engagement, brand experience, and value creation. Design/Methodology/Approach: Building on an extensive literature review and theoretical synthesis, the paper introduces the 6V Framework, consisting of six analytical dimensions: Value, Velocity, Visibility, Verifiability, Virtuality, and Vulnerability. The framework is applied to an in-depth case study of Nike .Swoosh, supported by a comparative evaluation of other leading platforms (e.g., Adidas, Gucci, Starbucks) to illustrate strategic patterns and innovation trajectories. Practical Implication: The article provides marketers, strategists, and digital transformation leaders with a practical framework for analyzing, designing, and governing complex marketing environments. It supports decision-making regarding channel investments, user experience design, and ethical risk management in data-rich, technology-driven contexts. Originality/Value: In contrast to legacy models focused on linear transactions and control, the 6V Framework captures the dynamic, participatory, and decentralized nature of modern marketing channels. It offers a novel conceptual lens for assessing strategic and operational implications of digital channel innovation.
  • Typ pozycji:Pozycja,
    Sustainable Marketing: Integrating Environmental Values into Customer Communication
    (2025) Zupok, Sebastian; Dyrka, Stefan; Kapała, Michał
    Purpose: This article investigates how companies can meaningfully incorporate environmental values into their communication with customers to promote eco-friendly behaviors, strengthen brand reputation, and foster lasting consumer relationships. Design/Methodology/Approach: Grounded in recent academic research, the study highlights the significance of CSR initiatives, eco-branding strategies, and digital transformation- particularly through green storytelling, sustainability-focused advertising, and interactive tools such as social media and the metaverse. It explores how trust, authenticity, and the credibility of green messages influence consumer choices across key sectors like fashion, transport, and retail. Findings: The research underscores the importance of internal alignment and employee engagement in delivering consistent and trustworthy sustainability messages and it considers the potential of new technologies-like intelligent reflecting surfaces and AI-driven communication-to personalize environmental messaging. Practical Implication: The article offers a practical framework and guidance for marketers and policymakers committed to sustainable development. Originality/Value: In the face of growing environmental concerns and a more environmentally aware public, sustainable marketing is no longer optional, it has become a strategic imperative.
  • Typ pozycji:Pozycja,
    Model menedżera rezyliencyjnego w budowaniu bezpieczeństwa organizacji – ujęcie koncepcyjne
    (2025) Leśniewski, Adam Michał
    Bezpieczeństwo staje się coraz ważniejszym problemem organizacji trzeciego dziesięciolecia XXI w. Problem ten przenika każde stanowisko czy komórkę w strukturze organizacyjnej danego podmiotu. Celem opracowania jest przedstawienie modelu koncepcyjnego menedżera rezyliencyjnego w bezpieczeństwie organizacji wraz z ukazaniem kompetencji menedżera i psychologicznej kultury bezpieczeństwa. Opracowanie powstało na podstawie studium literatury przedmiotu i stanowi wkład w dyskusję na temat działań zmierzających w kierunku uodpornienia organizacji na sytuacje kryzysowe.